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Split test on competition yields rise in conversion rate
01/02/2010
Small website changes tested through A/B techniques can yield notable improvements in conversion rates, according to an expert.
Are you looking at every possible avenue to enhance conversion rates? One expert has pointed out that only slight alterations to online offers can have a big impact on conversion.
Danuel Burstein, writing for the Marketing Experiments Blog, has highlighted how small amendments made to a marketing offer on a client's website had a notable effect on subsequent conversion levels.
Mr Burstein noted that the website offered customers the chance to win ten $50 (approximately £31) Amazon vouchers or 20 $25 Amazon vouchers as an incentive for completing a profile registration form on their web page.
An A/B test was carried out to decipher which offer – both costing the client $500 – proved more effective with consumers. Results found the deal offering ten $50 vouchers "gained 31 per cent more conversions".
He adds that the test results showed that "prospects preferred quality" and the e-marketer was consequently able "to increase profile completion" with this knowledge in mind.
Last week, industry expert Andrea Fishman, writing for ClickZ, noted that A/B testing was an excellent technique to enhance the experience websites offer to online consumers.
Danuel Burstein, writing for the Marketing Experiments Blog, has highlighted how small amendments made to a marketing offer on a client's website had a notable effect on subsequent conversion levels.
Mr Burstein noted that the website offered customers the chance to win ten $50 (approximately £31) Amazon vouchers or 20 $25 Amazon vouchers as an incentive for completing a profile registration form on their web page.
An A/B test was carried out to decipher which offer – both costing the client $500 – proved more effective with consumers. Results found the deal offering ten $50 vouchers "gained 31 per cent more conversions".
He adds that the test results showed that "prospects preferred quality" and the e-marketer was consequently able "to increase profile completion" with this knowledge in mind.
Last week, industry expert Andrea Fishman, writing for ClickZ, noted that A/B testing was an excellent technique to enhance the experience websites offer to online consumers.